Journal of Serviceology
Online ISSN : 2435-5771
Original Paper
ConsumerExperienceasSuppliersonValueCo-Creation Behavior
Bach Q. HoYuna MuraeTatsunori HaraYukihiko Okada
Author information

2019 Volume 4 Issue 1 Pages 1-7


Service providers face deteriorating working environments because of consumers’ high expectations for services. Consumers should participate in value co-creation, and support service providers to relieve service providers from overburden. In home delivery services, carrier overburden is often caused by the receivers’ behavior, such as requests for re-delivery. However, the consumer experience of suppliers—the sender experience—may also affect the value co-creation behavior of receivers. The purpose of this study is to clarify the impact of supplier experience on participation in value co-creation as a recipient of home delivery services. Multiple group structural equation modeling was used to analyze 30,000 consumers’ responses to an online questionnaire. Our findings demonstrate that the quality of customer citizenship behavior as a dimension of value co-creation behavior changed because of the supplier experience. The overburden of service providers will be lessened as consumers increase their supplier experience. Although they may want to help service provider, consumers without supplier experience cannot support service providers effectively. This study identified this “recipient myopia” from justification of the hypothesis model.

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© 2019 Society for Serviceology